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Do Good

  • Livre Relié
  • 288 Nombre de pages
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ANNE BAHR THOMPSON is founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at In... Lire la suite
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Description

Auteur

ANNE BAHR THOMPSON is founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. She has been featured in the Financial Times, The New York Times, and on Fox Business and MarketWatch Radio.



Texte du rabat

Packed with examples and original data, and a five-step model highlighting the new rules of business, this book shows that doing good and making profits are now inextricably linked. By actively linking great brands with higher purposes, companies capture both markets and hearts.



Résumé
Based on extensive research with thousands of consumers, Do Good documents the sea change toward supporting brands exhibiting good citizenship and explains how to embed social consciousness into a company's DNA.

Contenu

Introduction 1

PART I: IT'S A BRAVE NEW WORLD

CHAPTER 1: The New Demand That Brands Make a Difference 13

CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30

CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52

PART II: THE PATH OF BRAND CITIZENSHIP

CHAPTER 4: Trust 77

CHAPTER 5: Enrichment: Enhance Daily Life 113

CHAPTER 6: Responsibility: Behave Fairly 147

CHAPTER 7: Community: Connect Me 184

CHAPTER 8: Contribution: Make Me Bigger Than I Am 214

PART III: CHOOSING CHANGE

CHAPTER 9: Stepping Forward into Brand Citizenship 241

ENDNOTES 259

INDEX 287

Informations sur le produit

Titre: Do Good
Sous-titre: Embracing Brand Citizenship to Fuel Both Purpose and Profit
Auteur:
Code EAN: 9780814438398
ISBN: 978-0-8144-3839-8
Format: Livre Relié
Editeur: Harper Collins (US)
Genre: Economie d`entreprise
nombre de pages: 288
Parution: 30.11.2017
Année: 2017

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